But is it a true dealership considering it doesn't even have a single car on display?

The concept of online car shopping has been around for a few years, but Peugeot is trying to put it into a whole new perspective by transforming a public phone booth in London into a virtual showroom. Since there isn’t even room to squeeze in a tiny 108 in there, you can’t fiddle with the cars like you would normally do in a conventional dealership. There are some 1:64 scale model cars, but it’s not the same.

On the flip side, the iPad mounted inside the 0.8-square-meter phone box will give you the opportunity to browse through Peugeot’s extensive model portfolio and play around with the configurator. Not only that, but you can actually place a real online order for a shiny new Pug after selecting the type of finance, unless you want to purchase the car outright. There’s also the possibility of trading in your current car as a deposit for the new one. After that, you can head to your local dealer for a test drive, so you’ll still have physical access to the cars.

Billed as being “the world’s smallest car dealership,” the diminutive showroom was opened on Tuesday and it will remain up and running until the end of the month. Those interested in buying a Peugeot will have access to the company’s own “Order Online” e-commerce system, which was launched back in January.

Up until now, nearly one million users have played around with the online platform, generating 1.5M sessions and completing in excess of 134,000 car configurations. The 208 is proving to be the most popular of them all by a large margin, with two in every five purchases being represented by the supermini. The first order was registered within 12 hours of the system being launched and now would have to be the most popular time for placing an order as Peugeot says the website is most active on Thursday afternoons (GMT).

Source: Peugeot

Gallery: Peugeot's smallest car dealership in the world

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  • Russell Square red phone box has been converted to a PEUGEOT Dealership
  • PEUGEOT’s ‘Order Online’ e-commerce system proves you can now buy a car from anywhere
  • Revolutionary e-commerce system offers unparalleled level of flexibility and gives customer full control

PEUGEOT has unveiled the smallest car Dealership in the world… in a London phone box.

The iconic red K6-series phone box, which opens for business in Russell Square from Tuesday 12th September, has been converted into a fully connected online showroom using PEUGEOT’s unique e-commerce system, 'Order Online'.

Customers will be able to gain access to the diminutive Dealership by getting a special code* at http://www.peugeot.co.uk/russellsquare. Inside, they will find a tablet device connected to the e-commerce portal, where they can browse, configure, finance and ultimately order a new car.

Touted as the world’s smallest at 0.8 square metres, the Dealership (dubbed PEUGEOT Russell Square) is open between 7am and midnight every day until the end of this month.

Decorated to reflect the French car brand’s signature blue, PEUGEOT Russell Square has been established to highlight the success of ‘Order Online’, which was launched in January this year.

PEUGEOT’s e-commerce site was the first by a major car brand that allows customers to complete the entire process of buying a new car from start to finish. Each user can create any number of different vehicle configurations, using all of PEUGEOT’s model range and option choices, before either continuing to order or saving their profile and returning later after consideration.

The first order was placed on the website within 12 hours of the system being launched. Since then, it has hosted nearly a million users who – during 1.5 million sessions – have completed more than 134,000 vehicle configurations and received more than 35,000 part exchange valuations.

Thursday afternoons are the most popular time for ordering a car, according to the data provided by the site, while PEUGEOT’s supermini 208 model is the car most ordered, accounting for two in every five cars bought on ‘Order Online’.

David Peel, PEUGEOT Managing Director, said: “The World’s Smallest Dealership is a perfect example of how technology continues to change the way we research, view and purchase products.

“Not that many years ago, the process of buying a new car involved reading lots of printed literature and trawling around Dealerships. Now, despite a car being the second-largest purchase most people make in a lifetime, it can be done from anywhere – even from inside a phone box.

“We recognise that the retail landscape is ever-changing and consumers like to have the freedom and flexibility that comes with browsing online, without the pressure of having to negotiate or make snap decisions. Order Online puts our customers firmly in the driving seat, allowing them to chop and change what they want and make a decision in their own time, in their own space.”

At PEUGEOT Russell Square, customers can take a seat at a specially designed desk and browse a miniature forecourt in the form of a counter displaying 1:64 scale model cars. The Dealership has been kitted out with Wi-Fi and an iPad to enable the car buyer to do everything as they would at home; configure a vehicle, consider finance plans, get a part exchange value for their existing car and even book a delivery date.

The end-to-end e-commerce system also allows customers to start the process online and then visit a regular-sized Dealership for a test drive, still giving them physical access to the cars. After test driving the vehicle, customers can log back into the portal from anywhere and find their vehicle specification still stored.

Customers can find all information on the latest PEUGEOT models and offers at https://offers.peugeot.co.uk/